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Understanding & Activating Seafood
Consumers – North America
MSC & GlobeScan, 9 October 2018
Today’s agenda
• Welcome
• Overview of key consumer trends
• Update on North America activities
• Q/A
• Close
James Morris
Director
GlobeScan
Brian Perkins
Regional Director
MSC Americas
Céline Rouzaud
Sr. Marketing Communications Manager
MSC Canada
Introduction to MSC Consumer Insights for North America 2018
Type of consumer Sample
General public n=5,664
Seafood consumers n=4,155
Do people care about the oceans?
Are people acting on their values?
How do we trigger action?
How MSC and partners engage consumers
Do people care
about the oceans?
Love of seafood, 21-country average
A third of consumers are self-declared seafood lovers; seafood love varies by country but increases closer to the coast
34%
41%
10%
15%Really like eating fish/seafood
Like eating fish/seafood
Neither like or dislike
Dislike/really dislike eating fish/seafood /not purchased
Love of seafood (“really like”), by country
Base: General public, global, n=25,810
Q2.7: How much would you say you personally enjoy eating fish and other seafood?
Seafood lovers
34%
44% 44%40% 39% 38% 37% 36% 36% 36% 35% 35% 33% 33% 32% 32% 31% 30% 30% 30%
25% 23%
Describes opinion well, top three (5+6+7 on 7-pt scale)
Base: Seafood consumers, North America n=4,155
Q5.1: How well does each of the following statements describe your opinion? 7-pt scale:
1 = “Does not describe my opinion very well,” 7 = “Describes my opinion very well”
A large majority of consumers agree that we need to protect fish so our children and grandchildren can continue to enjoy seafood
81% of seafood consumers agree that
we need to protect seafood
supplies for future generations
Are people acting
on their values?
What motivates consumers when purchasing fish and
seafood?Fresh
Preferred brand
Price
Safe to eat
Taste
Easy to cook
Good for health
A type of fish I’ve always eaten
Caught in the wild
Dolphin/turtle friendly
Organic
Fairly traded
Fishing method
Sustainably sourced
Independently certified/verified
Is not GMO
Clearly marked country of origin
Sourced locally
Knowing where the product originally comes from
0.55
0.93
1.31
1.41
1.57
1.61
1.69
1.79
2.16
2.74
2.75
2.77
2.80
3.49
4.41
6.52
6.66
6.79
7.61
Fishing method
Organic
Sourced locally
Fairly traded
Dolphin/turtle friendly
Independently certified/verified
Clearly marked country of origin
Preferred brand
Caught in the wild
Sustainably sourced / enviro. friendly
Knowing where product comes from
Easy to cook
Non-GMO
A type of fish I always eat
Price
Good for my health / my family
Taste
Fresh
Safe to eat
Base: Seafood consumers, North America
n=4,155
Q4.2: Thinking about your recent purchase
of “[fish product purchased],” which of the
following five considerations was the most
important and which was the least
important?
Conventional factors, led by freshness, dominate seafood purchase
decisions – sustainably sourced sits around halfway down, despite
people valuing this highly, they are not empowered to act on it
How do we trigger action?
Educate Equip
Excite Engage
EducateRaise awareness of the issues
EquipProvide easy solutions:
accessible, sustainable seafood
ExcitePositive vision and personal
benefits
EngageCreate a movement, using
inspiring storytelling
Ocean plastic pollution has been at the forefront of environmental concerns in the media
Google search volume: ‘plastic in oceans’
Pollution of the oceans is the most concerning ocean issue for consumers, followed by overfishing
61%
49%
35%
27%
27%
26%
23%
14%
14%
13%
11%
Pollution of the oceans
Overfishing/depletion of fish species
GM/harmful chemicals
Illegal/prohibited fishing
Effects of climate change on the oceans
Ocean acidification/damage to coral reefs
Accidental catch of dolphins, sharks, turtles
Not enough seafood for children/grandchildren
Slavery in fishing industry
Poor working conditions
Impacts of rising sea levels
Most concerning issues; percentage choosing each issue in top three
Base: Seafood consumers, North America, n=4,155
Q11.2: There are many different potential
threats to the world’s oceans, the wildlife living
there and the people who work there. Which of
these potential issues worries you the most?
Percentage choosing each channel (multiple select)
46%
35%
35%
32%
26%
25%
24%
23%
23%
23%
22%
22%
20%
14%
13%
12%
6%
8%
Seafood packaging
TV/radio articles
Adverts
Magazine/newspaper articles
Social networking sites
Signs in stores
Health blogs/websites
Schools, museums, aquariums
Environmental blogs/websites
Restaurants/hotels
Marine life blogs/websites
Word of mouth
Environmental charities
Fliers delivered to your mailbox
Popular chefs
Lifestyle blogs/websites
Food bloggers
None of these
Base: Seafood consumers, North
America, n=3,896
Q13: How would you like to find
out more about sustainable fish
and seafood?
Seafood consumers are keen to find out more about sustainable seafood from product packaging, indicating a warm audience for MSC
EducateRaise awareness of the issues
EquipProvide easy solutions:
accessible, sustainable seafood
ExcitePositive vision and personal
benefits
EngageCreate a movement, using
inspiring storytelling
Describes opinion well, top three (5+6+7 on 7-pt scale)
General opinion is also favourable toward independent labelling but consumers still don’t notice certifications on products
70%
39%
Supermarkets' and brands' claims about sustainabilityshould be clearly labelled by an independent organisation
I notice ecolabelled products when I’m shopping
Base: Seafood consumers, North America, n=4,155
Q5.1: How well does each of the following
statements describe your opinion? 7-pt scale:
1 = “Does not describe my opinion very well,” 7 =
“Describes my opinion very well”
Describes opinion well, top three (5+6+7 on 7-pt scale)
General opinion is also favourable toward independent labelling but consumers still do not notice certifications on products – a key challenge
70%
24%
Supermarkets' and brands' claims aboutsustainability should be clearly labelled by an
independent organisation
I notice ecolabelled products when I’m shopping
Base: Seafood consumers, North America,
n=4,155
Q5.1: How well does each of the following
statements describe your opinion? 7-pt scale:
1 = “Does not describe my opinion very well,”
7 = “Describes my opinion very well”
MSC label awareness levels in North America have increased since 2016
Base: General public, North America, n=5,664
Q1.1: Have you ever seen the following logos?
23% recall seeing the MSC
label, up from 19% in 2016
Awareness of the MSC label “often” or “occasionally”
A quarter of consumers in Canada have seen the MSC label often or occasionally, and in the USA, a fifth demonstrate awareness
Base: General public, by country
Q1.1: Have you ever seen the following logos?
25%
21%
Canada USA
Awareness of the MSC label “often” or “occasionally,” by country
Base: MSC-aware consumers, North America, n=1,065
Q9.2: How much trust do you have in the claims of each of the following initiatives/organisations? 7-pt scale:
1 = "No trust,” 7 = "A lot of trust“
Q6.1: What does this logo mean or represent?
Trust in the MSC label (5+6+7 on 7-pt scale) and spontaneous understanding of the label (unprompted)
65% trust the
MSC label
Two thirds of consumers in North America trust the MSC, and a quarter demonstrate understanding of the label
24%
understand
the MSC labelspontaneously connecting it with ocean
sustainability and/or certification
Trust in the MSC label is underpinned by its independence
Purchase of
MSC
products
Trust in MSC
Enables
sustainable
shopping
Strict
standards
Openness and
traceability
Independence
Availability on
range of
brands/prices
Sustains fish
populations
Pathways to trust in the MSC label, structural equation modelling, simplified path model
EducateRaise awareness of the issues
EquipProvide easy solutions:
accessible, sustainable seafood
ExcitePositive vision and personal
benefits
EngageCreate a movement, using
inspiring storytelling
People around the world are increasingly pessimistic
about the future for their children and grandchildren
Future generations is the most motivating message for MSC to
communicate
Optimal messaging: emotion + evidence + reassurance
Optimal MSC messages: four most compelling messages
Top motivating MSC message
Ensures seafood we enjoy now is
available for future generations
Secondary MSC messages
Ensures seafood
is from a
sustainable source
Helps protect our
oceans
Helps stop the
destruction of life
in our oceans
NOTE: Total of 15 messages were tested – other messages not shown here as they did not resonate as strongly with consumers
Base: Seafood consumers, North America, n=4,155
Q12. Which of the following statements is the most likely to motivate you to purchase seafood with the MSC
blue fish label and which statement is the least likely? The MSC blue fish label…
EducateRaise awareness of the issues
EquipProvide easy solutions:
accessible, sustainable seafood
ExcitePositive vision and personal
benefits
EngageCreate a movement, using
inspiring storytelling
People who consume seafood, and have enough basic knowledge (of the oceans, fishing and the origins of food) to digest the MSC’s value proposition*.
When shopping, they “aspire” to a better, healthier life and balancing “right thing to do” with the “cool thing to do”.
They are represented across every age, culture, geography and income.
(*Wild. Traceable. Sustainable.)
msc.org/teach
msc.org/marketing
People care about protecting seafood for future generations, but are not
necessarily empowered to act on it
In order to trigger action, we need to:
• Educate – use popular channels to raise awareness of ocean sustainability
issues
• Equip – people care about independent certification, but lack awareness of
ecolabels when shopping
• Excite – messaging ensuring protection of fish for future generations can
help to inspire
• Engage – the power of partnerships are key to engaging the mainstream
42
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with their stakeholders. Offering a suite of specialist research and advisory services, we partner with business, NGOs and
governmental organizations to meet strategic objectives across reputation, sustainability and purpose.
Established in 1987, GlobeScan has offices in Cape Town, Hong Kong, London, Paris, San Francisco, São Paulo and
Toronto, and is a signatory to the UN Global Compact and a Certified B Corporation.
For further information, please contact:
Abbie Curtis O’Reilly
www.globescan.com
